摘要：Aquiculture products generally go from producers through established networks of fish brokers or wholesalers before getting to retailers and consumers (Helfrich et al., 1988). This makes aquiculture brokers and wholesalers the primary link behveen the aquacuhure producer and the consumer. The role of “middleman” which wholesale distribution networks play is very important to fish producers and consumers. On one hand, they use their knowledge of market trends to determine products that are desired by their customers. Consequently, aquiculture products that meet their customers needs, both actual and perceived, are indirectly communicated to producers. On the other hand, many consumers are not very knowledgeable of aquiculture products, especially in cases where the products are not raised locally. In such cases, the middleman becomes the channel for introducing new products. By choosing whether or not to carry a specific product, the middleman controls consumers’ access to the product and indirectly influences their choices and preferences.
